denise lee yohn: brand as business bites™ / Archive for February, 2010

Nike recently released their “Corporate Responsibility Report FY07-09” and I was so impressed by it, I just had to share my thoughts about it. (more…)

I’m working with a client to develop a new brand platform and thought I’d share one of the tools I used in my engagement – Brand Obituaries.
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Last week I had the pleasure of hearing Seth Godin speak at a LinkedOC event.  He was promoting his latest book, Linchpin, Are You Indispensible?

The talk was classic Seth – full of memorable quotes and entertaining images.  Explaining that linchpins are a new class of passionate people who make themselves indispensible, Seth was more inspirational than substantive.  But his comments must have resonated with folks who have been beaten down and discouraged by the recession and the slow recovery — the audience gave him a standing ovation.

Here are my notes:

Andy Beal, an internet marketing consultant, award-winning blogger, professional speaker, and co-author of the critically-acclaimed book Radically Transparent: Monitoring & Managing Reputations Online, was kind enough to share a few moments with me earlier this week. 

Our talk covers topics like:

• how the social web is changing search
• the difference between brand and online reputation management
• noteworthy points about marketers and this year’s Super Bowl

We also discuss a cool company Andy founded, Trackur.  Trackur is an online reputation monitoring service that tracks what is said about you on the internet. Trackur scans hundreds of millions of web pages–including news, blogs, video, images, and forums–and lets you know if it discovers anything that matches the keywords you’ve indicated.  Fortune 500 companies, as well as small businesses, agencies, PR firms, etc. currently use Trackur as their “reputation guardian” and I think we’ll see even more uses and applications of the service going forward.  Check it out here.

You can reach Andy through his website:  www.andybeal.com .

I enjoyed talking shop with Andy and hope you enjoy listening in our conversation in the podcast below.

Listen to this post as a podcast:

Right-click here to download the podcast

If you’ve been in the business long enough, you come to understand there are some basic rules to follow when running an ad on the Super Bowl.  Humor works best.  Use animals or big-breasted women – or both.  Wow people with extraordinary settings and production values.

Many of the advertisers on last night’s big game followed the Super Bowl advertising playbook to a tee (view all of the spots here).  And, yet, they violated some fundamental rules of advertising in general.

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Ever since the phrase “you manage what you measure” made its way into the dialogue of corporate America, metrics have played an increasingly important role in the management of businesses.  No one can argue the value of timely, detailed, and accurate measures of performance as assessments of effectiveness and guides for decision-making.  Yet, which metrics are best remains highly debatable.

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